Hair Color, Personality, and the Observer

Abstract

To investigate stereotypes associated with hair color, 240 Ss completed semantic differential scales. Ss were 79 men and 161 women of differing hair colors. Results indicate that Dark Men clearly preferred Brunette Women, Blonde Men were equally divided in preference for Blondes and Brunettes. Blonde, Brunette, and Red-headed Women clearly preferred Dark Men, while Artificial Blondes perceived Dark and Blonde Men in a similar way. Other comparisons were made within sex and between hair-color groups. Results indicate: (a) stereotypes based on hair color are widely held, (b) different stereo-types exist on the basis of the hair color and sex of the respondent, and (c) four of the six hair-color categories gave the highest scores to their own group.